Do Real Company Stuff - Mozcon 2012 Version

Real company stuff…It’s a struggle Wil Reynolds Associate SEER Interactive Seerinteractive.com @wilreynolds

Warning - Warning - Warning@wilreynolds

Scale – Scale - Scale@wilreynolds

Ya’ll talkin about “LINK Juice?” Not Revenue, Not Engagement, Not SOV, LINKS, Ya’ll talkin’ about Links, man?@wilreynolds

Business existed before search engines@wilreynolds

1986@wilreynolds

How would you sell… Software@wilreynolds

@wilreynolds

#RCS@wilreynolds

Before this?@wilreynolds

Thinking…@wilreynolds

Buy olddomains and Buy text links Buy text 301 them in footers 10,000 links in copy pinterest Cloaking Fake Reciprocal accounts Linkbait stumbles DIGG links 3 way link Network exchange IMG Alt White textPrivate link On White network stuffing background@wilreynolds

@wilreynolds

#RCS is tough@wilreynolds

True Story…@wilreynolds

Mommy Bloggers for a construction company?@wilreynolds

Yeah, it’ll get links@wilreynolds

Get you laughed out of the VP’s office@wilreynolds

OR@wilreynolds

“Our company wants to inspire the next generation of engineers…”@wilreynolds

#RCS gets results non-RCS can’t@wilreynolds

@wilreynolds

Real Co. Sh*t@wilreynolds

@wilreynolds

REALLY?@wilreynolds

Protip: Find people copying your fashionistas images @alliebrown89@wilreynolds

Tweet their post when they credit you@wilreynolds

SEO’s w/ marketing plans?@wilreynolds

Google’s favoring brands….@wilreynolds

Finally rewarding brand activity@wilreynolds

no followers no engagement no cust. service no content@wilreynolds

WINNER!@wilreynolds

I can build a legit business on…this strategy??@wilreynolds

This sounds like some hokey bullshit, but OK@wilreynolds

Cutts Mueller You You Penguin Slap!@wilreynolds

Cleaning up low quality links?@wilreynolds

@wilreynolds

Develop a clean up your crappy business tool@wilreynolds

Still not getting it@wilreynolds

Today’s SEO wants Clients who@wilreynolds

Engage@wilreynolds

Rabid Fans@wilreynolds

Stand for something@wilreynolds

Share their expertise@wilreynolds

Share their data@wilreynolds

@wilreynolds

Real company sh*t #RCS j.mp/PdH1dc@wilreynolds

Building followers is the new link building@wilreynolds

What writers, bloggers are following you?@wilreynolds

Followerwonk@wilreynolds

Writers 56@wilreynolds

OUTCOME 57@wilreynolds

RWW 58@wilreynolds

No followers?Do it to a competitor!

Client challengeNo new stuff for links

Image search for logo + sponsorship @adammelson

[companyname] + event

DON’T EVEN THINK ABOUT IT!

bit.ly/localmoz@kanejamison

Company already has done #RCS w/ content?

30 second #RCS Test? 68@wilreynolds

69@wilreynolds

70@wilreynolds

71@wilreynolds

How quick is your “fall off”? 72@wilreynolds

How well do you blanket your industry? 73@wilreynolds

http://bit.ly/rank-checker-seobook 75@wilreynolds

#RCS gets copied @JHTScherck

Protip: Set up G alerts after every major content push

How do you develop content ideas?

30 second guide to content ideas

How to sell #RCS to your boss

Curious

Built entire microsites off of this strategy!

Q’s the web hasn’t answered

Revenue mattersHow much traffic, newsletter signups, and conversions? Are you getting it?

bit.ly/conversions-and-links @jasonacidre

Giveaway = $3900 (eevenue)250+ Social shares (engagement) 50 comments (engagement) 10 sales (customers) 1 new blogger (relationship)

Giving away product made client $3900 in 1 week

Oh, and their rankings are going up

You talkin’ bout “LINK JUICE”

“Vs”searches

97@wilreynolds

98@wilreynolds

SEOMOZ SEOBOOK

Who is going to own that convo? 100@wilreynolds

101@wilreynolds

Do you have the content? 102@wilreynolds

B2B? #RCS is even easier 103@wilreynolds

Use PPC data! (client story) 104@wilreynolds

Don’t need big brand $$ to do #RCS

Skateboard Client

@nicomicelli

HOLD THE FREAK UP! (retrain the SEO mind)

Add value

Interview the builders Create a Google map of gov’t parks Most friendly cities for skate boarders # of skate parks [study] Go shoot videoHow to get your city to build a skate park

There will be turbulence

I’m gonnasue yourclient

There will be HUGE wins too…

“Search strategy should be driving content strategy” - Marketing VP of MAJOR brand

SEO’s are best to drivecontent strategy IF (BIG IF) we can understand our role in a larger context

We MUST stop this!!

We are the ugly fish of marketing, embrace it

I need the right PH & someone to feed me

We eat shit….survive – you die

Stop making ourwork about links & shortcuts

Start making ourwork about industry leadership

Start making ourwork about caring for customers

Start making our work about engagement

Start making our work about education

=I love those SEO guys

We can win thebudgets we deserve

Your first attempts will suck

#RCS startssomewhere

Now, its … THIS!

This isREAL COMPANY SHIT

Wil Reynolds Associate SEER InteractiveSeerinteractive.com @wilreynolds

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Do Real Company Stuff - Mozcon 2012 Version

by wilreynolds on Jul 25, 2012

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